Romania: Unwanted touches

The “Unwanted Touches” campaign launched in 2021 by Asociația Telefonul Copilului (Child Helpline Association) and the Romanian Police succeeded in empowering Romanian adults to discuss one of the more unpleasant topics in the world. It ignited difficult conversations about child sexual abuse and achieved impressive results with zero media budget. This is the story of a campaign that dared to challenge the popular idea that ALL touching is desirable and good with a courageous counterclaim. It contributed to a change in cultural and social norms, with the purpose of better protecting children from sexual abuse.

The project started on 16 November 2021.